         1 CONFIGURATORBASED PRODUCT CHOICE IN ONLINE RETAIL: TRANSFERRING MASS CUSTOMIZATION THINKING TO SERVICES IN RETAIL    Marcus Gerards gerards@wiwi.rwthaachen.de Florian U. Siems Florian.Siems@wiwi.rwthaachen.de David Antons antons@tim.rwthaachen.de Christoph Ihl ihl@tim.rwthaachen.de Frank T. Piller piller@tim.rwthaachen.de RWTH Aachen University, School of Business and Economics Templergraben 55, 52056 Aachen, Germany Abstract                  !  " #   $ %                !   &" #   $  !    $   %!          "  ’                $ " (     ! )*+    %      !   ! !             " ,         !!-      $     !      " Keywords: Customization, Configurators, Expert System, Digital Camera, Human Behavior